What is a First Look?

First Look

First look is a situation in which the media seller (e.g., billboard owner) gives certain buyers priority in access to inventory. For example, an outdoor billboard company is selling its remnant inventory to two of its top advertisers. In a first look situation, the media owner gives the first advertiser a chance to buy the inventory first. If that first advertiser does not want it, the media owner will pass it to the second advertiser and so on.